‘Hello Kitty’ movie aims for 2019 release

Sanrio characters dance at a ceremony commemorating the completion of the Hello Kitty theme park in Anji on Nov. 28, 2014. An animated “Hello Kitty” film is aiming for a 2019 release. (Photo: The Japan News/Yomiuri)

Sanrio Co. has established a US subsidiary that will produce and distributeanimated films featuring “Hello Kitty,” hoping to better promote its imaginary cute character overseas.

The subsidiary will likely release its first “Hello Kitty” movie as early as 2019, marking the 45th anniversary of Kitty's birth, Sanrio said.

The US subsidiary, Sanrio Media & Pictures Entertainment, Inc., was established in June. It will employ senior officials and production staff from film companies in Hollywood and elsewhere.

Sanrio intends to produce films based on its own characters besides Hello Kitty to strengthen character goods sales and make these characters better known.

Sanrio's overseas operations account for close to half its total sales. However, overseas sales in the business term ending in March fell by 7.6 percent from the preceding business term. This is due to a decrease in the sales of its character goods caused by a reduction in its sales areas at retail stores to make space for merchandise for Walt Disney's big hit film “Frozen.” Sanrio hopes to recover its business overseas by entering the film business.

Stories featuring “Hello Kitty” have already been animated and broadcast as Japanese domestic TV programs. Sanrio considers that with the character already popular worldwide, the groundwork to start film production in other countries has been prepared. (c) The Japan News / Yomiuri 2015